After our first discussion, I am starting to analyze the target audience, their values and pain points. Also, I do competitive analysis according to a certain set of parameters. This way we will identify their strengths and weaknesses. As a result, we determine the structure of the website, which will lead the potential client and personas to a specific goal.
Then, I'm looking for design references, create wireframes and prototyping. At this stage you will already know what colors, fonts, shapes will be used on the site.